Brand Manager

Sowears; Karachi Division; On-site; PKR 1,800,000 - 3,000,000; Full time

Job summary

Sowears seeks a Brand Manager to lead end-to-end brand building across e-commerce and retail in Pakistan. The role anchors on deep consumer insight, brand positioning and a disciplined marketing plan, driving multi-channel campaigns and partnerships.

You will own the brand book, drive offline activations, and oversee budget, KPIs and team performance, shaping a premium, culturally relevant brand across all touchpoints.

Qualifications

• Define and evolve brand strategy across channels to build equity.
• Translate insights into actionable campaigns with measurable results.
• Lead budget planning, partnerships and channel governance.

Responsibilities

• Own end-to-end brand strategy and marketing agenda across e-commerce, retail, and consumer channels.
• Develop annual brand and marketing plans with budgets and resource requirements.
• Oversee channel plans, partnerships, and offline activations to strengthen brand moments.
• Lead a high-performing marketing team with clear roles, KPIs and governance.

Skills

Brand strategy

Campaign management

Team leadership

Consumer insights

Cross-channel marketing

Education

Bachelor's degree in Marketing, Business, Communications or a related field

Tools

GA/Adobe Analytics

CRM platforms

Creative brief development

Job description

Sowears is a fast-growing modest fashion brand operating across e-commerce and physical retail, with eight retail stores and a rapidly scaling digital presence. The brand has built a loyal regional and international customer base through influencer marketing, product quality, and community-driven engagement.

Sowears is entering its next phase of structured brand building, with focus on deeper offline presence, premium positioning, disciplined marketing strategy, and scalable multi-channel growth. The Brand Manager will lead this transformation by building a distinctive, culturally relevant and scalable brand across every consumer touchpoint.

Role Overview

The Brand Manager will own the end-to-end brand strategy and marketing agenda across e-commerce, retail and relevant consumer channels. The role requires deep understanding of consumers and competitors, ownership of brand positioning and personality, development of distinctive campaigns and creative ideas, and consistent execution across social, influencer, performance marketing, retail, offline activations and partnerships.

This is a strategic and executional leadership role, requiring the ability to move from consumer insight and brand strategy through campaign ideation, execution, measurement and optimisation, while building and leading a high-performing marketing organisation.

Key Responsibilities

1. Brand Management

• Own and continuously evolve Sowears' brand strategy, positioning, personality, values, promise and point of view to build long-term brand equity.
• Develop deep understanding of target consumers through research, behavioural insights, cultural trends, category developments and competitive analysis.
• Translate consumer and market insights into actionable brand strategy and growth opportunities.
• Define how the brand looks, sounds, speaks and behaves across all touchpoints, including tone of voice, visual language, storytelling and communication style.
• Develop and maintain the brand book, guidelines and communication principles across e-commerce, retail, social, influencer, performance, offline and other channels.
• Strengthen brand awareness, recognition, recall, consideration and preference by making Sowears distinctive and memorable.
• Build and maintain a long-term brand equity roadmap with clear objectives and KPIs.
• Own the overall marketing channel strategy, defining roles, investment and objectives across social, influencer/creator marketing, performance marketing, retail, offline activations, PR, partnerships and other relevant channels.
• Develop the annual brand and marketing plan covering strategic priorities, channel strategies, key brand moments, budgets and resource requirements.
• Own marketing budget allocation, balancing long-term brand building with short-term commercial objectives.
• Translate product launches, collections, retail activity and commercial priorities into relevant brand stories and consumer communication.
• Identify and develop strategic partnerships with complementary brands, communities, creators, cultural platforms and other relevant partners.
• Ensure all consumer-facing activity strengthens Sowears' brand identity and long-term brand equity.

2. Campaign Management

• Own end-to-end campaign development and execution from strategic planning and big-idea development through creative execution, channel deployment and post-campaign evaluation.
• Develop annual and seasonal campaign calendars covering brand, strategic, tactical and commercial campaigns aligned with business priorities.
• Develop campaign strategies based on target consumer, business objective, consumer insight, brand role and desired consumer response.
• Develop compelling campaign platforms, big ideas and creative territories that bring the brand personality to life, create emotional relevance, cut through category clutter and strengthen recall.
• Translate strategies into clear creative briefs for internal teams and external agencies.
• Lead creative development from concept through production, ensuring work is strategically strong, distinctive and aligned with the brand.
• Provide strategic and creative direction to internal and external creative partners, challenging and refining work where required.
• Develop integrated channel plans across social, influencer, performance marketing, retail, offline activations, PR, partnerships and other touchpoints.
• Lead end-to-end execution including timelines, budgets, creative development, media/channel deployment, stakeholder coordination and launch readiness.
• Lead major seasonal campaigns, collection launches, brand moments, store launches, activations, pop-ups, exhibitions, festivals and other consumer experiences.
• Ensure offline activations and physical brand experiences extend the broader campaign and brand strategy.
• Integrate influencer and creator activity into broader campaign narratives and brand moments.
• Align performance marketing with campaign strategy and creative direction while maintaining conversion-focused performance creative.
• Establish campaign SOPs, workflows and governance for consistent and efficient execution.
• Drive experimentation and creative testing using consumer response and performance data.
• Conduct structured post-campaign reviews to capture learnings, best practices and future opportunities.

3. Reporting & Performance Management

• Own reporting across brand, campaign, channel and business performance, ensuring decisions are data-driven and insight-led.
• Establish reporting frameworks for major marketing initiatives include consumer research, brand and tactical campaigns, influencer initiatives, performance marketing and offline activations.
• Define KPIs and measurement frameworks based on each initiative's objectives.
• Track brand KPIs including awareness, recall, consideration, engagement, perception and preference.
• Track campaign performance across relevant commercial and consumer metrics.
• Monitor channel KPIs including influencer reach/engagement, performance marketing conversion and efficiency, social performance, retail traffic and other relevant measures.
• Track business outcomes include revenue, sales uplift, customer acquisition, conversion, repeat purchase and other topline KPIs.
• Review performance against budgets, targets and expected ROI to improve allocation and efficiency.
• Prepare monthly, quarterly and annual marketing performance reports for leadership.
• Translate data into clear insights and recommendations rather than simply reporting numbers.
• Partner with e-commerce, growth, commercial, retail and other teams to understand marketing's impact on business performance.
• Use campaign and channel learnings to continuously improve marketing strategy, creative direction, channel allocation and execution.
• Maintain a structured repository of campaign learnings, consumer insights and best practices.

4. Team Management

• Build, lead and develop a high-performing marketing organisation focused on strong brand thinking, creative excellence and disciplined execution.
• Lead marketing sub-functions including Creative, Social & Influencer Marketing, Performance Marketing and Growth Marketing.
• Define clear roles, responsibilities, objectives and KPIs across the organisation.
• Set annual, quarterly and monthly priorities aligned with the overall brand strategy.
• Hire, mentor, coach and develop high-performing team members.
• Build a culture of strategic thinking, creative ambition, ownership, collaboration and execution excellence.
• Provide strategic direction while empowering functional leads to own their respective areas.
• Ensure close collaboration across creative, social, influencer, performance and growth teams toward common brand and business objectives.
• Establish effective ways of working, SOPs, reporting structures and governance.
• Manage external creative, media, production, PR, influencer, event and other agency relationships where required.
• Ensure internal and external teams have clear briefs, timelines, budgets and expectations.
• Drive cross-functional alignment with retail, e-commerce, product, merchandising, operations and other relevant teams.

Leadership Responsibilities

• Build and lead a high-performance marketing organisation.
• Set monthly, quarterly and annual marketing targets.
• Manage marketing budgets with financial discipline.
• Establish SOPs, reporting frameworks and KPI tracking.
• Hire, mentor and develop team members.
• Present marketing performance to the CEO and leadership team.
• Drive cross-functional alignment across retail, e-commerce, product and operations.

Required Qualifications

• Bachelor's degree in Marketing, Business, Communications or a related field.
• Minimum 8 years of relevant marketing experience.
• Proven experience in fashion, lifestyle or e-commerce brands.
• Strong offline event execution background.
• Demonstrated experience in influencer marketing management.
• Strong understanding of digital performance marketing.
• Experience managing teams and marketing budgets.
• Strategic thinker with strong execution excellence.
• Excellent communication and presentation skills.
• Strong organisational and project management skills.